San Diego, CA — July 1st, 2026] — Magicshine, a global leader in innovative bike lighting solutions since 2008, proudly announces the appointment of Mike Ely as its new Director of Sales for the United States. This strategic move underscores Magicshine’s commitment to strengthening dealer partnerships, expanding its U.S. presence, maintaining its dedication to supporting independent bicycle retailers through MAP protection, and introducing a new 2-Year Stock Assurance Program designed to reduce dealer inventory risk and encourage long-term growth.
Ely brings more than 20 years of experience in the high-performance bike lighting industry, including an accomplished career at NiteRider Lighting Systems, where he most recently served as CEO. His deep industry knowledge, longstanding dealer relationships, and proven leadership will play a pivotal role in driving Magicshine’s next phase of growth in the U.S.
“I am thrilled to be aligned with Magicshine,” said Mike Ely. “Having spent over two decades in the category, I have a keen insight of what’s needed to be successful. Magicshine has an amazing product portfolio and a clear commitment to innovation and supporting the dealer network. I look forward to building on that foundation. We are partnering with independent sales representatives who share our dealer-centric vision. We are committed to helping dealers invest in the brand with confidence through MAP protection, responsive support, and our new 2-Year Stock Assurance Program, which significantly reduces inventory risk and reinforces our commitment to long-term dealer partnerships.”
Since its founding, Magicshine has earned a reputation for delivering cutting-edge lighting technology designed for cyclists and outdoor enthusiasts worldwide. With Ely’s leadership, the company is poised to deepen its U.S. dealer relationships and accelerate growth in the premium lighting segment.
“Mike’s appointment reinforces our long-term commitment to the U.S. market and independent bicycle dealers,” said Magicshine CEO. “His extensive experience and respect within the cycling community align perfectly with our mission to deliver exceptional products and support to our partners. As part of our dealer-first strategy, Magicshine is introducing a new 2-Year Stock Assurance Program designed to reduce inventory risk and provide dealers with greater confidence when investing in the Magicshine product line.
For more information about Magicshine or to become a dealer, please contact sales@magicshine.com
Mike can be reached at mike.ely@magicshine.com
About Magicshine
Founded in 2008, Magicshine is a global leader in high-performance lighting systems for cyclists and outdoor adventurers. Renowned for its innovation, reliability, and design excellence, Magicshine products are sold in over 70 countries worldwide.
